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Key insights
- Gen Z is more likely than older generations to support brands with a moral message or clear social stance.
- 65 % of Gen Z say they like when companies have a moral message, versus just over half of Gen X and Baby Boomers.
- Trustworthiness, honesty and consistency top the list of traits Gen Z considers “very important” in a brand.
- Wit and playfulness rank far lower on their list of priorities.
Gen Z is paying attention to what brands stand for
Younger consumers may not be more idealistic, but they appear to pay attention to what brands communicate—and how. In an increasingly values-driven marketplace, Gen Z seems more sensitive to ethical brand messaging than older generations.
According to YouGov Profiles, 65 % of Gen Z say they like when companies have a moral message, compared to 53 % of Gen X and Baby Boomers.
They’re also more responsive to valuesled advertising: 63 % say they’re more likely to buy from a brand that expresses views they agree with. Over half—52 %—say they like when brands get involved in social issues, representing a 20point gap over Boomers. Further, a significant portion of this generation (37 %) say they only buy products from companies whose ethics and values align with their own.
What Gen Z wants from the brands they buy
Beyond general attitudes, Gen Z has a clear hierarchy of brand traits they value—starting with trust. When asked how important various brand behaviours are, 62 % of Gen Z say honesty is “very important,” followed by trustworthiness at 61 %, and consistency between what brands say and do at 56 %.
Traits like acting genuinely (53 %), understanding everyday challenges (53 %) and showing authenticity (49 %) also rank highly. This points to a broader expectation that brands don’t just talk the talk—they walk it, too.
On the flip side, personality traits like humour and playfulness are less critical: only 22 % say being clever or funny is very important, and just 14 % care if a brand “doesn’t take life too seriously.” These may help differentiate a brand, but they aren’t likely to drive loyalty on their own.
Interestingly, only 31 % of Gen Z say it’s very important that brands “stand for something,” and 22 % prioritise brands that reflect their personal views. That suggests substance matters more than slogans—alignment needs to be evident in how brands operate, not just what they claim.
The takeaway
For Gen Z, brand loyalty isn’t built on clever campaigns or cool aesthetics alone. It’s built on consistency, sincerity and values that feel real. While not every Gen Z consumer makes purchase decisions based purely on ethics, the data shows that these things matter to them.
Methodology
All data is from YouGov Profiles, based on continuously collected responses from nationally representative surveys. Figures reflect responses collected between November 2024 and November 2025 from U.S. adults aged 18+ and are weighted by age, gender, education, region and race.